Concerning that complex whole which creates cultural acceptance for an organisation including knowledge, belief, art, morals, law, custom, and any other capabilities and habits acquired by man as a member of society to contribute values through the creation of effective relationships

Tuesday, April 04, 2006

The science behind the desire to communicate

Over the past few decades, philosophy of science has switched from general features of scientific practice to concepts, issues, and puzzles specific to particular disciplines. Philosophy of neuroscience is a natural result.

While this may seem to be an academic issue, it has significant implications for Public Relations.

Whereas in the past, PR was founded in the social sciences and business schools its assumptions are now subject to deeper and more profound study.

We now know that the desire to communicate is fired by endorphins. We are beginning to understand why people relate to 'brands' and the differences between nature and nurture.

There are few hiding places for the past practice of inventing theories based on just historic data. Soon we will know how and why the brain understands things like relationships, reputation, favour ability and much more. Favoured 'isms' will soon be held up against a much harder and more robust science and the sensible practitioners will learn how to ask searching questions about the provenance of research that is being offered to aid management decision making.

Cognitive and computational neuroscience continues to encroach upon issues traditionally addressed within the humanities, including the nature of consciousness, action, knowledge, and normativity. Empirical discoveries about brain structure and function suggest ways that "naturalistic" programs might develop in detail, beyond the abstract philosophical considerations in their favour.